The Toys R Us Adventure will open in Chicago and Atlanta this October, before moving to other major US cities in 2020.
Tru Kids Brands, the company that owns the Toys R Us brand, and Candytopia have worked together to create a new, innovative play experience – the Toys R Us Adventure. The immersive experience will celebrate the fun surrounding toys and play, and is scheduled to open mid-October at Brookfield Properties in Chicago and Edens Lenox Marketplace in Atlanta.
The Toys R Us Adventure will feature full sensory brand and play experiences with interactive playrooms and installations featuring the Toys R Us mascot Geoffrey the Giraffe and toy suppliers including Melissa and Doug, Spin Master with the Paw Patrol brand and Schleich. Consumers will have the chance to interact and take pictures with both classic and new toys.
“The Toys R Us brand was built upon celebrating the joys of childhood and we are thrilled to partner with the creatives behind Candytopia to introduce an exciting new way to play for guests of all ages,” said Richard Barry, CEO of Tru Kids. “As we focus on bringing a re-imagined Toys R Us to the US we believe this live experience, coupled with our new experiential retail stores, will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand.”
The limited-run engagements will remain in Chicago and Atlanta throughout the holiday season, before moving to other major US cities in 2020.
Tru Kids Brands also recently named toy industry veteran Jamie Uitdenhowen as president of Toy Retail Showrooms, the new joint venture that operates and manages Toys R Us stores in the US. In addition to the Candytopia partnerships, two new Toys R Us stores will open in Houston, Texas and Paramus, New Jersey.